RELATIONSHIP MARKETING AT THE SERVICE ENCOUNTER - THE CASE OF LIFE-INSURANCE

This article details empirical evidence to suggest that, by and large, UK life insurance salespeople fail to be client-driven in their approach to customer service. Furthermore, there is insufficient attention given to the nature of exchanges between service provider and purchaser by these staffs. Therefore, by implication, there is a deficit in relationship marketing implementation at the service encounter and workbench level.